Adidas, a prominent athletic brand, has recently come under fire for its choice of models in the promotion of its women’s swimsuit line. The controversy surrounding the campaign began when swimming champion Riley Gaines, who believes she was deprived of an NCAA award by a transgender swimmer, expressed her discontent on social media. Gaines criticized Adidas for featuring male models wearing women’s swimsuits, suggesting that it was an attempt to erase women from the equation. This article aims to provide an objective account of the situation.
Gaines took to Twitter to voice her confusion and disapproval of Adidas’ decision to use male models to showcase women’s swimwear. She questioned why companies willingly engaged in such actions, implying that it was an act of erasing women. Many individuals echoed Gaines’ sentiments, emphasizing their concern about the trend of women feeling marginalized in various contexts. Representative Nancy Mace, a Republican from South Carolina, also expressed her disappointment, stating that she remembers a time when women exclusively modeled women’s bathing suits.
I’m old enough to remember when women actually modeled women’s bathing suits, not men. 🙃 https://t.co/kOvXvmDzHt
— Rep. Nancy Mace (@RepNancyMace) May 17, 2023
Adidas defended its choice of models by highlighting the collaborative nature of the swimsuit collection with South African designer Rich Mnisi. The collaboration aimed to celebrate self-expression, imagination, and the belief that love unites, while also honoring the LGBTQIA+ community. According to Adidas, the swimsuits were designed to promote fluidity, color, and patterns, and to convey a message of unity and inclusivity.
The controversy surrounding Adidas is not isolated, as other major companies such as Anheuser-Busch, Maybelline, Target, and Nike have faced similar backlash for promoting what critics describe as “woke ideology.” Some individuals argue that these companies prioritize their own bottom line over their customer base, as they attempt to align themselves with progressive causes. Critics of this trend predict that once these companies lose financial support for their “woke” positions, they will revert to more conventional marketing strategies.
Adidas has launched a new women’s swimwear range for the brands ‘Pride Collection’ featuring male models wearing sports bras and women’s swimsuits.
Here is a video advertising their new women’s collection 👙⬇️💬 pic.twitter.com/3tKgNbwDKP
— Oli London (@OliLondonTV) May 17, 2023